Intouch: Car vs. Piano Case Study

How to get insurance trending on Twitter.

Published on May 22, 2012

Editor's Pick

Russian insurance brand Intouch has concluded its Car vs Piano experiment, in which it dangled a 350kg grand piano, suspended by nine ropes, over a parked car. Twitter users and visitors to its website helped determine its fate. The campaign, by Proximity Russia, was a success - the #carvspiano hashtag at one point became the second most trended topic on Russian Twitter, and 39% of visitors to the site returned again. Altogether, the numbers of visitors outstripped the media plan by 200%.